Growing Belief.
The FIFA Women’s World Cup 2023™ is already the most successful female sporting tournament in history. Coca-Cola, sponsors of the tournament for more than 30 years, wanted to highlight the positive momentum and deserved attention that the female game is witnessing around the world.
Throughout the tournament, we turned fields in Australia and New Zealand into giant canvases, where negative commentary was reprinted into positive, powerful statements that reflect the monumental progress of the sport.
6 Fields.
Throughout the FIFA Women’s World Cup 2023, innovative technology was used to turn fields in the co-host countries of Australia and New Zealand into huge canvasses. Negative commentary around women’s football was air printed onto the fields, and then turned into powerful, positive statements that reflect the monumental progress of the sport.
1 global stage.
A powerful statement delivered on the world stage.
The fields were printed throughout the tournament in real time and, in the days leading up to the FIFA Women’s World Cup 2023 final in Australia, a film documenting each of the fields launched across Coca-Cola’s social channels.
The tech.
Air Printing technology relies on the machine blowing a gentle stream of air to bend the blades of grass creating a pixel. The grass remains intact, and the imagery created is visible as light hits the turf.
The Team
ECD Tim McDonnell
CD Zac Pritchard
CD Bryan Ortiz-Dempler
CD Mary Cuppone
AD Camila Silva
AD Matthew Kim
The Press
Last words.
From beginning to end, this project was a 5 week sprint from concept to shipping these lawnmower-esque machines 15,000 miles around the globe.
We dealt with FIFA. We dealt with customs and the agricultural ministries of Australia and New Zealand. We dealt with time differences and weather. We dealt with groundskeepers and multiple turf experts.
I suppose the lesson is, when you do something that hasn’t been done before, it will come with its own set of challenges. We had a great client, a kick ass production team and ultimately walked away with a campaign i’m personally quite proud of.